MWC 2026: SK Telecom Unveils Ambitious AI-Centric Strategy for Core Business Revitalization

At MWC 2026 in Barcelona, SK Telecom unveiled an ambitious vision to redefine itself through the lens of AI innovation. This transformative journey extends far beyond mere software enhancements; it encompasses a comprehensive overhaul of internal systems, a significant ramp-up of data center capacity, and a substantial upgrade of their large language model to exceed one trillion parameters. As the beauty industry evolves, so too must the technology that supports it—SK Telecom’s advancements signify a paradigm shift that aims to elevate South Korea as a leader in the global AI race.

SK Telecom’s AI Native Strategy

During a noteworthy press conference at MWC 2026, CEO Jung Jai-hun articulated what SK Telecom refers to as its “AI Native” strategy. Central to this initiative is a reconfiguration of the company’s infrastructure, bolstered by hefty investments aimed at elevating Korea among the top three AI powers in the world.

"SKT is currently at a golden time of transformation, where the two tasks of ‘customer value innovation’ and ‘AI innovation’ intersect in a borderless, converged environment that goes beyond telecommunications," said Jung. He emphasized that the customer experience is at the heart of their operations, aiming to foster meaningful contributions to both customers and the nation through AI-driven innovations.

Revamping Telecom Systems

A cornerstone of SK Telecom’s strategy is the complete redesign of its integrated IT systems. The company intends to revamp its sales, management, and billing platforms to be highly optimized for AI functionality. This initiative aims to enable the creation of personalized plans and memberships aligned with individual customer usage and behavioral patterns.

In addition, SK Telecom is adopting a Zero Trust security model across its systems. This comprehensive framework includes enhanced authentication protocols, rigorous access controls, and AI-driven monitoring, marking a pivotal shift in data governance within the telecom sector.

For businesses observing these developments, this signals a substantial transition. Historically reliant on aging billing systems and management tools, telecom operators can expect radical changes in pricing structures, service configurations, and fault detection mechanisms as they integrate AI into their core operations.

Automated Customer Interactions

Customer engagement is another key focus. SK Telecom plans to streamline its pricing and membership services to simplify customer interactions while enhancing automation. An integrated AI agent is in the works, designed to create a seamless experience across flagship platforms like T World and T Direct Shop.

This innovative agent will analyze daily usage patterns to deliver tailored suggestions, while an expanded AI Contact Center will enable support representatives to utilize AI tools during customer interactions. The retailer’s approach will also incorporate AI to help store staff anticipate customer needs and provide personalized recommendations post-visit.

This trend towards predictive rather than reactive service models reflects a broader movement within the telecom industry. By embedding AI into every aspect of billing, customer service, and retail operations, SK Telecom is adopting an integrated AI approach rather than viewing it as an ancillary feature.

Constructing Advanced AI Data Centers

The ambitious infrastructure expansion includes the construction of hyperscale AI data centers throughout Korea, aiming for an impressive capacity of over 1 gigawatt. This initiative positions South Korea as a significant hub for AI data solutions in Asia and hopes to attract global investments.

Currently, SK Telecom operates a GPU cluster dubbed Haein. It has also introduced its virtualization solution, Petasus AI Cloud, catering to GPU-as-a-service workloads—a service it now plans to offer on a global scale. The company has partnered with OpenAI to develop a groundbreaking AI data center in southwestern Korea, enhancing its reach and capabilities even further.

On the model side, SK Telecom’s existing sovereign AI foundation model boasts 519 billion parameters, the largest in Korea. Plans are underway to upgrade this model to over one trillion parameters, adding multimodal capabilities to process various data formats, including images and video, by the latter half of this year.

Culture Shift Within

The transformation is not merely technical; it also encompasses a significant cultural shift within the organization. SK Telecom has established an “AX Dashboard” to monitor AI utilization across different departments and formed an “AI Board” to oversee transformation initiatives. An "AI playground" encourages employees to develop AI agents without needing coding skills. Currently, more than 2,000 AI agents are operational across marketing, legal, and public relations sectors.

“To drive future growth, we must reinvent our way of working from the ground up. SKT will fundamentally transform its corporate culture to be centered around AI,” remarked Jung.

For other enterprises, the key takeaway lies in the operational restructure. SK Telecom is effectively merging infrastructure, models, applications, and governance frameworks into an all-encompassing strategy that places AI at its core rather than as a mere adjunct. The feasibility of this grand vision remains to be fully realized, but it is clear that AI is now central to the company’s operating model.

Embrace the Future with Us

As SK Telecom embarks on this transformative journey, the possibilities for industries—especially in beauty and technology—are boundless. It’s an exciting time to be at the intersection of innovation and customer experience. Join us in exploring how these advancements will redefine the future. Together, let’s cultivate a landscape where AI-driven solutions enhance every facet of our lives.